This thesis is about GenerationZ’s motivations in their choice of social media - and more precisely about Tiktok and how it proceeds to seduce specifically this generation. Laurent Gallati and Julien Dufour wrote this paper during the spring term 2021 for their degree project. This thesis’s aim is to understand how does Tiktok motivates GenerationZ to use this social media while they are already using many other ones. This thesis’s content can be useful for the scholars since Tiktok is a very new and different social media and it is still already counting a very important amount of users. It can also become useful for people who would be willing to understand how a social media can seduce users. This thesis will answer a research question : Why does GenerationZ seem to be so motivated to use Tiktok ? The study is focused on USA’s GenerationZ users of Tiktok. In the study we review, detail and use several theories such as Maslow’s pyramid or the theory of use and gratification by Bambler and Katz. In this thesis we conducted a focus group composed of USA GenZ members.

The exploitation of the collected data and our theoretical frame of reference allowed us to draw the conclusion that Tiktok fulfills the criterias needed to integrate the market of the social media used on a daily basis, and it also brings features that are specifically designed to motivate the GenZ members to use this social media even more.